Showstoppers: Maximizing Impact at Marketing Events in an Ever-Evolving Landscape

In-person events are more than nice-to-have networking opportunities. In fact, conferences and trade shows are so crucial to the food and beverage business and other industries, 78% of organizers consider them the most impactful marketing channel, and 80% say these events are critical to their organization’s success.¹

Last year, over 58,000 foodservice professionals from across the globe attended the National Restaurant Association Show — a 6% increase in total attendance with 22% international growth compared with the previous year.²

Trade shows and conferences bring too much to the table to ignore, including opportunities to directly showcase products to potential customers and engage consumers in a way that digital campaigns can’t match, through tastings, product trials and face-to-face interactions.

In-person conferences, conventions and summits are also ideal for building brand loyalty and strengthening connections with local communities. Eighty-three percent of organizers consider them the most effective way to build and grow their community.¹

The Right Mix: Whip Up Standout Experiences

As the marketing event landscape continues to evolve, so does the need for brands to stand out by satisfying the appetite for novel and memorable experiences — whether through innovative food pairings, interactive experiences or influencer-driven activations. Sink your teeth into idea-starters like these:

• Interactive food and beverage stations like build-your-own taco or smoothie bars where attendees can enjoy memorable hands-on experiences.
• Live cooking demonstrations or tasting stations where guests can watch chefs at work for face-to-face engagement.
• Themed experiences like a tropical beach setting or village fair that enhance an overall brand experience and create shareable moments.
• Partnerships with influencers, food bloggers and chefs who create buzz, livestream and post about the event. (See our post “How to Maximize Influencers for Food and Beverage Brands.”)

The Show Must Go Online: Diversify with Digital

While in-person events are indispensable, digital remains in demand. Any recipe for market event success should include a blend of physical and virtual experiences to expand reach, boost engagement and drive innovation.

Mixing in-person and virtual options allows for greater participation worldwide. High-quality streaming, interactive tools and data insights can increase audience attendance by 70%.³

Be sure to make the most of the technology that marketing events provide attendees and exhibitors. Natural Products Expo incorporates digital elements for exhibitor profiles, product showcases and online networking opportunities, and Gulfood uses digital platforms for attendee registration, event registration and connecting exhibitors with potential buyers.

Hays Formella, social media director for The Food Group, pointed to the trend toward increased social media integration.

“For real-time engagement, social media has become a marketing event must-have,” he said. “Platforms like Instagram and TikTok are great for behind-the-scenes looks, live stream cooking demos or sharing product reviews from influencers. They’re also a great source of shares, likes and loves from both in-person and remote attendees.”

Digital elements are also key for enhancing the in-person experience. “Digital elements don’t always have to be about remote engagement,” said Megan Kaleshian, vice president of digital marketing for The Food Group. “Think digital displays, interactive kiosks and on-site virtual reality experiences to make booths more engaging for in-person attendees.”

Before-and-After Event Essentials

Spreading the Word: TFG at Most Contagious NYC

In January, the advertising insights and intelligence powerhouse Contagious, which offers live and virtual events, held the Most Contagious NYC conference in partnership with the World Advertising Research Center.

With food and beverages courtesy of The Food Group, the conference brought together top minds in the advertising industry to share insights, ideas and inspiration. Check out our social post about the event.

“Brands and speakers at events like Most Contagious NYC fuse energy and expertise for maximum impact,” said TFG Director of Public Relations Meghan Flynn. “They get you excited about attending, and you come away feeling inspired and enlightened. TFG’s sponsorship was a great way to show our support and our engagement with the advertising community.”

Hays Formella pointed out that the impact of Most Contagious NYC was deepened by the relative intimacy of its welcoming environment, which made it easy to approach and speak directly with the presenters.

In a nutshell, maximizing impact at marketing events is a matter of showcasing the standout value of a brand and its portfolio of products and services. Leveraging the tools and technology outlined in this post can help you elevate brand visibility, build connections and convert attendees into customers.

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1 Bizzabo, State of Events and Industry Benchmarks, 2025

2 Franks, Julie, “2024 National Restaurant Association Show® Draws 58,000 Foodservice Professionals with 6% Growth,” National Restaurant Association, May 23, 2024’

3 Vorson, “Hybrid Events Are the Future—Discover How to Stay Ahead in 2025!,” December 28, 2024